British healthcare giant enters Chinese market, forms strategic partnership with Tmall Global and Lazada

It is reported that Vitabiotics , a British national vitamin brand, has signed a strategic cooperation agreement with Tmall Global and Lazada. In 2020, Vitabiotics' sales in China increased by 30% year-on-year.

Through this cooperation, Vitabell will obtain digital technology support from Alibaba to more effectively match different categories of consumer groups. At the same time, it will also cooperate with some well-known KOLs through Alibaba's Taobao live broadcast platform to further enhance its market influence.

Founded in 1971, Vitabel is the first nutritional supplement company in British history to win the Queen's Innovation Award. It has now exported to more than 100 countries around the world. However, in China, Vitabel's popularity is completely different from that in the UK. In recent years, China's per capita health care expenditure has continued to grow, coupled with the impact of the aging trend, the health care product industry has entered a period of rapid growth and competition is very fierce. It is not easy for Vitabel to fight its way out.

Therefore, Vitabel had no choice but to go the e-commerce route. According to the strategic cooperation agreement, Vitabel will launch the products in the Chinese market at the first time based on the most popular product list in the UK. Last year, Vitabel's products were very popular in the Chinese market, especially in December last year, when Visionace became the second-ranked lutein product on Tmall International.

As health care products become more and more popular, there are also market chaos such as counterfeit goods and uneven quality. For this reason, Alibaba Anti-Counterfeiting Alliance Small and Medium Enterprise Advisory Committee, as the world's first alliance between large e-commerce platforms and brand owners, has also been joined by Vitabell, and it has stated that it will continue to share practical cases in protecting intellectual property rights and fighting counterfeiting with other brands on the platform.

In addition, in March this year, British health care brand Holland and Barrett officially announced its entry into Tmall Global. Holland and Barrett was founded in 1870 and has now grown from a retail store specializing in food and clothing to a global health care retail giant.

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